The influence of perceived value on the satisfaction of generation Z towards e-loyalty programs in the fashion industry

Goh, Fion E Qing and Goh, Jerene Yin Yin (2023) The influence of perceived value on the satisfaction of generation Z towards e-loyalty programs in the fashion industry. Final Year Project, UTAR.

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Abstract

The Theory of Consumer Perceived Value (CPV) were utilised in this research to evaluate the perceived value of Malaysian Generation Z on their satisfaction in the context of fashion e-loyalty programs. The main motivation of this research is to clarify the relationship between CPV and consumer satisfaction in the fashion industry. In accordance with the theory, the independent variables (IVs) proposed in our research include monetary savings (MS), convenience (CO), enjoyment (EN), design (DE), recognition (RE) and social benefits (SB). Six hypotheses were constructed to identify whether perceived value will influence the Malaysian Generation Z’s satisfaction towards e-loyalty programs within the fashion industry. 389 questionnaires were collected through judgement sampling to obtain valid primary data for our research. This research utilises Statistical Software Package for Social Sciences (SPSS) software including reliability test, Pearson’s Correlation Coefficient Analysis, and Multiple Regression Analysis to analyse data and illustrate the relationship between the IVs and DV. The findings of our research indicate that all IVs, except CO and RE, have a significant relationship with the DV. In our findings, SB most influences satisfaction. The findings also elucidate that amongst all dimensions of CPV evaluated, Generation Z’s hedonic aspect most influences satisfaction. This research provides insights to the Government, fashion retailers, loyalty manager, business owners and new entrants to understand which dimension and factors of perceived value influence Malaysian Generation Z’s satisfaction in using E-loyalty Programs.

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